Bachelor thesis

Åpne

Permanent lenke

Utgivelsesdato

Metadata

Samlinger

Sammendrag

Marine Technologies (MT) are expanding their operations in South-East Asia through a newly established sales office located in Singapore. The aim for the expansion is to gain a foothold in the market, after experiencing interest for their Dynamic Positioning and communication systems. With the establishment of a sales office, MT aim to achieve sales for their flagship product the Bridge Mate™ Integrated Bridge System. The purpose of the thesis is to provide MT with relevant analyses and strategies to utilize in order to achieve a successful launch of their IBS in South-East Asia.

The thesis includes primary data collected by the authors as well as extensive secondary data. The secondary data focuses on the external analysis, where a deeper look on the selected countries and industry attractiveness was done. The paper also includes substantial information on MT, as well as the IBS product category. The primary data focused on mapping the perceptions of some of the relevant players in the market. The purpose was to map the current awareness and perceptions of MT, their IBS and its attributes, as well as general perceptions on the offshore industry. The data was collected through in-depth interviews, as the survey created failed. Findings from the data set were very consistent from all interview subjects.

We have found that the offshore industry is attractive for MT‟s IBS, mainly due to few competitors with similar high-quality positioning focus, and the industry growth. MT should focus on Singapore in their entry strategy. Singapore is a good starting point for MT as it holds a position as an industry hub with a substantial number of both local and global decision makers. A key success factor will be to overcome the cultural differences that will occur. In order for MT to avoid the potential cultural risks, the thesis covers cultural understanding in depth.

Based on the findings from the analytical part we have crafted a strategy that will enable MT to succeed. We have ended the thesis with a recommendations section, where we present concrete measures to undertake in order to be successful in the South-East Asian offshore maritime engineering industry. The conclusion we have arrived upon is that MT has the capabilities and resources to overcome internal weaknesses and the external threats that exists in the market.